Abstract: Based on the analysis of the new media era university network public opinion research and response strategies. First, it analyzes the concept and characteristics of network public opinion in Colleges and universities. Secondly, it analyzes the reasonable judgment of the network public opinion in the new media era. Finally, the paper analyzes the effective response strategies to the network public opinion of colleges and universities, through three ways: strengthening the media literacy of students; training the network opinion leaders; establishing the management mechanism of network public opinion, to grasp the dominant power of network public opinion, lead students to establish healthy ideas, so as to ensure the normal operation and development of colleges and universities.

Key words: New media era, Public opinion research and judgment, Coping strategies